Engaging in the Next

Ep 49 - Now Boarding: Smarter Marketing for Associations

In this episode of Engaging in the Next, Edessa Polzin, director of strategic partnerships at the American Marketing Association, joins hosts Colby Horton and Frank Humada for a conversation about the evolving role of marketing within associations and how teams can work smarter in an increasingly complex landscape. Polzin reflects on her own path into the association space and explains why AMA’s mission resonates with her background as a marketing practitioner. The discussion explores the growing pressure on association marketers to drive outcomes like membership growth, event attendance, and engagement while often having limited influence over larger organizational decisions involving products, pricing, and technology. Polzin argues that marketing leaders need a stronger voice at the strategy table as the profession becomes increasingly tied to operations, analytics, martech, and business strategy. The conversation also examines how associations can better leverage first-party data, prioritize high-impact work with lean teams, and thoughtfully integrate AI into their workflows without getting distracted by hype. Polzin shares practical perspectives on automation, personalization, AI governance, and the importance of delivering value in ways that genuinely earn audience attention.

Ep. 48 - Teaching the Mission: Building Teams That Believe in the Work

In our season 5 premiere, Chad Rummel, M.Ed, CAE, executive director of the Council for Exceptional Children, joins hosts Colby Horton and Frank Humada to share his journey from rural Kansas to leading a mission-driven association. With a background in teaching high school journalism and accounting, Rummel reflects on how educators who believed in him shaped both his career path and his leadership philosophy. Today, he brings that same mindset to his role at CEC, focusing on developing strengths in staff and volunteers, creating space for new ideas, and aligning leadership around a shared purpose. He also discusses practical shifts in governance, including restructuring board meetings around “mega issues” to prioritize meaningful conversation over routine reporting. Rummel shares how he hires for mission alignment, why that connection is visible to members, and how Universal Design for Learning informs a more inclusive approach to serving diverse member needs.

Ep. 47 - Pressing Reset on “Expert”: AI in the Association World

In this episode, Carlos Cardenas, CAE, AAiP, senior strategic consultant at DelCor and Board President of Association Latinos, shares a perspective shaped by experience across every layer of the association space—from member to IT leader to strategist. At the center of the conversation is a key shift: moving from chasing AI as a tool to thinking about it as a strategic partner. Carlos challenges the idea of “AI experts,” emphasizing that in a rapidly evolving landscape, the real advantage comes from experimentation, curiosity, and a willingness to learn. The discussion also explores what’s at stake. As generative AI becomes a faster, more accessible source of information, associations must rethink their value—defining their competitive moat, strengthening trust, and delivering experiences that go beyond what a tool can provide. Carlos underscores the role of leadership in creating a culture that supports learning and innovation, not fear and hesitation. Throughout the episode, a consistent theme emerges: the future doesn’t belong to those who claim expertise, but to those who are willing to evolve.

Ep 46 - Selling What You Know: Expertise as Non-Dues Revenue

In this episode, Jeff Shields, FASAE, CAE, president and CEO of NBOA: Business Leadership for Independent Schools, reflects on how associations have evolved during his nearly 16-year tenure through economic disruption, pandemic, and societal change. He shares how NBOA has embraced reinvention by meeting members where they are while building future-focused services — including the transformation of NBOA Advisory Services into a self-sustaining, mission-aligned subsidiary delivering executive search and project-based consulting powered by member expertise. Jeff emphasizes the central role of relationships and people in this model, from trusted advisors to program leadership, and discusses how podcasting and a “create once, publish everywhere” strategy extend NBOA’s reach and engagement.

Ep 45 - A 'Lean' Start(Up) to the New Year: How Associations Can Experiment Smarter

In this episode, Colby Horton and Frank Humada are joined by Elizabeth Engel and Jamie Notter for a conversation about what the Lean Startup methodology really means for associations. Together, they explore the origins of Lean Startup, popularized by Eric Ries, and unpack common misconceptions that often lead associations to dismiss the approach too quickly. Elizabeth highlights the importance of empathy and Design Thinking as essential foundations for innovation, while Jamie focuses on how learning, experimentation, and iteration—rather than perfection—drive meaningful progress. Throughout the conversation, they discuss how associations can test ideas, learn faster, and create value without requiring every experiment to deliver immediate financial returns. The episode also examines cultural barriers that can slow innovation and offers practical, low-risk ways leaders can begin applying Lean Startup principles within their organizations.
 
Show notes
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Ep 44 - What’s on Your Membership Plate? Time to Rethink the Menu

In this episode, we're joined by Sarah Sladek, best selling author, keynote speaker, researcher and podcast host, to unpack the realities of association membership today. Sarah breaks down how political and economic disruption has reshaped the post-pandemic landscape and why many associations are struggling to articulate value, respond to demographic shifts, and diversify board leadership. She dives into the disconnect younger members often feel and why belonging, relationship-building, and modern engagement strategies matter more than ever. Sarah also introduces Membership U, her new global learning community designed to equip membership professionals with tools, research, and best practices. Looking ahead, she predicts associations will become smaller, more nimble, and increasingly focused on education and career development.
 

Ep 43 - Playing the Long Game: Turning Members Into Belongers

In this episode, we sit down with Jessica Richardson, membership manager at the American Association of Immunologists, to explore how collaboration and community fuel success in the association space. Jessica shares how her involvement with the Association Women Technology Champions (AWTC) helped her build meaningful connections and advance her career. Drawing inspiration from the board game Catan, she uses a creative analogy to explain the journey of transforming members from “tourists” to “townspeople.” Along the way, Jessica highlights why collaboration beats competition, how knowledge sharing strengthens the profession, and what practical steps associations can take to create a true sense of belonging among their members.
 
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Ep. 42 - Wired for Success: Making AI Work for Associations

In this episode, we talk with Chris Vaughan, PhD, co-founder of Sequence Consulting, about why associations can’t afford to sit on the sidelines when it comes to AI. Chris explains how consumer tools like ChatGPT are reshaping expectations, while associations have historically lagged in adopting new technology. He points to the pandemic as a turning point—pushing organizations to innovate faster—and shares real-world examples, including how AARP uses AI to personalize member content. The conversation focuses on starting small with existing tools, applying AI to solve specific business challenges, and positioning associations as thought leaders for their members. From member engagement to retention and operational efficiency, Chris outlines practical ways associations can make AI work today.

Ep. 41 - Changing Our Tune: Amplifying Chapter Success through National Support

In this episode, we sit down with Ryan Byrd, CAE, director of chapter relations at the American College of Emergency Physicians, for a conversation that’s as lively as it is insightful. Ryan shares her unique journey from chamber roots to chapter leadership and explains how ACEP’s national office operates like an AMC to support smaller, resource-strapped chapters. We dive into member engagement strategies tailored for high-stress professions, the importance of brand loyalty, and how empathy shapes Ryan’s leadership style. Plus, we explore creative chapter programming (goodbye, boring bingo) and hear how flag football, karaoke, and macarons all make their way into Ryan’s story. It’s part inspiration, part innovation—and a whole lot of fun.

Ep. 40 - The Cluck Stops Here: Designing Intentional Member Experiences

In this episode, we sit down with Sherry Bagley, executive director of the Association for Experiential Education, for a conversation that’s equal parts insightful and unexpected. Sherry shares her winding path to experiential education. She breaks down the foundational principles of challenge, experience, and reflection, and how they’re used to build meaningful connections and inclusive member experiences. Together, they dive into the power of intentional networking (yes, even icebreakers), the role of reflection in retention, and… pet chickens. (Yes, really.)